How to determine if a marketing channel is worth it

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Would you buy a “miracle cure” from someone you met outside your grocery store?

No?

Then don’t purchase ads like that either.

When I started in digital marketing back in 2012, organic reach was the thing: As long as you had some followers, all you needed was to post something they would like or comment on, and the word spread organically. Nowadays getting anything organic to go viral is the unicorn in the industry. Don’t put all your eggs in that basket, because it will likely get you nowhere.

Good questions to ask before choosing a digital marketing channel

  1. Can I track the results? Either by UTM-tag in the URL, tracking pixels, or something similar? (A campaign report after the fact is not good enough)
  2. Can the channel document deliver good numbers for the result I want to achieve?
    – Blog posts: Pageviews on the blog post
    – Lead pages: Conversions
    and so on…
  3. Is there a balance between the cost and expected results?
  4. Will I reach my target audience better there than I would other places for the same amount or less?

I always avoid channels that I cannot track the results of, as it is too risky an investment.

It’s time to stop paying for dreams, and start paying for results.